>> i think the things for jcpenney that even ron johnson would probably say the plan is a plan but it's going to shift depending on what consumer reaction is. and being able to be certainly offer consumers deeper value, whether it's $10 off, i think there's more new things that are going to happen that we don't even know about, but price is going to have to be addressed. >> dana, obviously we can't avoid talking about the fiscal cliff. payroll tax cut looks like it's going not to be extended. so that would mean that everyone that has a job is going to probably see at least $30 or $40 every paycheck starting in january. which companies are affected the most by that? is it the low end? or is it some place in the middle? or the high end doesn't matter? what would you say? what advice are you giving? >> i think the low end to the middle. i think we've already been seeing the beginnings of some of the low end having some pressures that we didn't see earlier in the year. but look what walmart said, their ceo talked about more of their consumers beginning to feel impacts that are being aware o